What started as a viral unbranded site with 185 animated gifs quickly turned into a campaign layered with a video email announcement, interactive billboards, a synchronized swimming performance and an animated short.Plus, live web-casts of the announcement and billboard, along with up to the minute Flickr uploads and tweets. Every piece of this giant launch added up to one main message: As of today, Canadians can take back their $185 and THRiVE. Hooray!